NME publisher spends big on casual site

IPC now joins Rupert Murdoch-owned NewsCorp in possessing its own casual games site.

IPC said that Mousebreaker was ‘complementary’ to its men’s lifestyle brands, Nuts and Loaded. The firm believes that the acquisition will double its portfolio’s reach to young men in the UK.

IPC Ignite managing director Eric Fuller said: “The entertainment sector is the fastest growing online sector in the UK, and games are driving that growth. Mousebreaker is a successful site, and its content is complementary to our existing young men's brands, Nuts and Loaded.

“This is a major strategic investment for IPC Media. Mousebreaker doubles our portfolio's digital reach of UK young men. It's an attractive proposition for advertisers, delivering a highly targeted and loyal male audience. We have some very exciting plans in place to enable our advertisers to engage with our audience of young men in innovative and effective ways.”

Mousebreaker, launched in 2001, publishes over 200 free online flash-based games. The site, aimed at 18 to 34-year old men, has an audience in excess of 4 million unique users every month, enjoying an easy to play spectrum of football, sports, driving, arcade, shooter and puzzle games.

Mousebreaker co-founders Richard Pendry and Alick Stott will remain with the business. They will work with IPC Ignite publishing director Jo Smalley and Ignite digital director Kevin Heery to develop the brand.

Pendry said: “IPC Ignite is the perfect home for Mousebreaker. Ignite's track record in developing the potential of sites for young men – including www.nuts.co.uk – speaks for itself.”

Alick adds: “IPC Ignite will be able to provide the resources – commercially and editorially – to evolve the site to its full potential and we're very excited to get to work.”

Brand Republic reports that the acquisition deal cost IPC 'seven figures'.